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Building Your Brand and Referral Business with Ad Retargeting
Digital advertising and retargeting have become an increasingly popular tool for businesses to ensure they get their product/services in front of the right people at the right time. If you've ever checked out a pair of shoes while online shopping, you may have noticed that ads for those shoes have suddenly started following you to other websites. Lisa Fettner of ReferralExchange recently interviewed Chris Leithe, VP of Sales and Customer Success at Adwerx, to discuss how agents can use retargeting to build their brand and business. Below are tips from Chris on how you can use ad retargeting to boost your brand and reach the homebuyers and sellers you want to work with.
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7 Tips for Using Facebook Ads in Your Real Estate Business
Paid advertising can go a long way towards generating business and growing your customer base. Done right, Facebook ads can generate near-immediate traffic and interest in your listings. Still, many real estate agents face some confusion about the best way to leverage them. Use these seven tips to help grow your real estate business using Facebook advertising.
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The Facebook for $1/Day Strategy
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How to Work Your Way into the Plans of Potential Sellers
In this interview, Jesse Zagorsky of Z-Team Real Estate in San Diego shares the branding secrets that win his team more seller leads. Let's dive in: You implemented a branding component as another dimension to your online advertising. How does branding fit in or add value to your direct marketing? The branding portion is all about repetition and top-of-mind consciousness. But it's not just about them seeing your brand. I actually love combining branding with any sort of online outreach. The branding just supercharges all of your other marketing efforts including all the lead generation you do. When a consumer has an inquiry about a specific property—and if they get connected with you—that's just the start of it. When that consumer continues to research, it triggers something in their memory because they've already been seeing your branding. It's one of the things I love about the Local Expert product. The consumer is shopping on realtor.com and they're looking at houses. When they're searching in one specific area and you're the "Local Expert" in that area, they're seeing your face and branding over and over again, which is how you create that top of mind consciousness. Lets talk about the local part of this. Are you trying to reach a specific group or your whole county? If my goal is to put my brand in front of every person in San Diego County, that'd be unrealistic. Typically most agents—including myself—start to niche down, whether you're picking a geographic area or a type of market segment you're going to work with. With generalized broad brush branding, it's hard to really track return on investment because some of it is going to people that you know aren't thinking of moving. In fact, you're not even registering on their radar at times with old school direct mail postcards and things like that. Whereas with digital, if someone is actually ready to make a move, they typically go online first. They start in the research phase just browsing at houses. In the beginning, they might not be that focused. But when they get closer to that transactional phase, that's typically when I find that the majority of the clients are looking on sites like realtor.com. So when they are looking there, that's when I want my branding to definitely be in front of them. That's where I want a heavy amount of repetition because that's going to get me the biggest bang for my buck in terms of return on investment. We noticed you connect your branding to your customer recommendations. How does this benefit you? The branding is that that really important piece to get you and to get your reviews in front of people. This is really to establish credibility in the eyes of the consumer. This hasn't changed in the last 30 years. People do business with people that they know, people that they like and people that they trust. When they send in an inquiry, they may not even know that they're getting in contact with you. Other times, they may be specifically reaching out to you because they've seen you over and over again. The trust also somewhat comes from repetition, but that's where these reviews are so important. They establish credibility. In our current society, people don't even buy a pack of gum without reading reviews. It's just social proof—the third party validation has become the most important currency in terms of establishing credibility and having someone trust you. It's really one of the most important pieces of branding. Since you manage to get the attention of home shoppers, can you use that when doing a listing presentation? The branding piece is probably more important on the listing side than working with buyers. It is important and buyers will Google you—they'll look at reviews on realtor.com. Buyers do research, but sellers do even more. I feel like really vet and check out the agent that they're going to work with. On the listing presentation, when in front of a seller, I present with, "You probably have already researched me, but in case you haven't seen it, let me show you that we are on the number one search portal online, realtor.com. We are a featured Local Expert, which is going to drive more buyers to want to be in contact with us." This is really what they're looking for to sell their house—reaching more buyers These tools allow me to establish credibility. For a seller, it's so important. I find more and more sellers these days are looking for credible local experts—people with really detailed local market knowledge. Do you actively market these services when prospecting for listings? From a marketing standpoint, in order to "sell your home for the highest possible price," sellers intuitively know they need the maximum exposure. They need the most amount of eyeballs on their house by being able to feature their property in a prominent spot. When someone is searching for local homes in an area on realtor.com, you can make their listings stand out at the top of the list and be prominently featured. This is something you can drive to in a marketing piece. I have a few different lists of neighborhoods of people who are potential sellers and I run ads to reach them. Even from direct mail, you could drive it via a piece with a unique selling proposition. "Look, we will feature your home in a top position on realtor.com, which is going to get you more buyers. More eyeballs equals a higher sales price—give me a buzz so I can tell you how we do this." It seems you have this well integrated. Does having this buttoned up help you with recruiting and retention? Anything you can do that differentiates from your competition is always a valuable recruitment tool or retention tool. You need to be seen as credible to the agents on your team who are thinking of joining, or if they're going to stick around, they have to believe that you have credibility. Being the featured local expert in your town definitely helps establish credibility and is a great retention tool.    
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12 Tips for Gaining Client Attention with Google Ads
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4 Tips to Create an Effective Facebook Ad Strategy
Creating the best ad strategy for your business is a delicate balancing act between maximizing success and staying within the advertising budget you can afford. That's what agents Garry Creath and Chris Scott did to maximize their usage of Facebook Ads to benefit their business. Garry, a cofounder of Paperless Agent and Chris, a marketing expert for Paperless Agent, hosted our last 'Secrets' webinar and shared how they were able to create a successful business utilizing an effective ad strategy with Facebook Ads. Working with Facebook can be difficult at times. There are so many pieces to work with Facebook, but Garry and Chris mentioned four different requirements for Facebook campaigns that can simplify the process. Check them out below.
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The Key to Real Estate Lead Generation: Custom Landing Pages
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Facebook Ad Changes for Real Estate: What Agents and Brokers Need to Know
Facebook is removing age, gender and ZIP Code targeting for housing, employment, and credit-related ads. It will also impose a 15-mile minimum radius for geographic ad targeting for housing ads. The Facebook ad platform offers an unrivaled rich, diverse, and deep level of ad targeting options no other advertising platform can provide. These changes will not impact those agents and brokers that have been effectively using them to date and may reduce blatant discrimination.
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How to Promote Your Business and Brand with Facebooks Ads
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Choosing the Right Ad Strategy for Your Real Estate Business
There are dozens of ways to advertise and thousands of places to do it. When you drive around town, you see other agents on billboards, buses, and benches. They pop up in your Facebook feed and you're always seeing things they posted on Pinterest or Facebook. Those agents have taken steps to ensure they're always top of mind and easy to get a hold of. If you've ever wondered if you could be winning more leads or how to plan an effective advertising strategy, our guide to advertising will help. Find out if you need ads and what kind of ads will benefit your business below.
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Online Advertising Advice: Why Winter Is Your Time to Shine
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The Big Secret to Effective Facebook Advertising
We really can't overstate the importance of Facebook ad targeting. Ineffective targeting is the top way real estate agents waste money on Facebook ads. The frustrating thing is that Facebook doesn't make it easy for you. There are a lot of different ways to target – like by gender, age, income, interest, or custom audience. If you're setting up an ad for the first time, it can feel tricky and intimidating. The most common mistake we see is making your target audience too broad or too narrow.
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Upgrade Your 2019 Advertising Budget with an Exclusive Benefit for REALTORS
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Pros, Cons, and Best Practices of a 'Guaranteed Sold' Program
A guaranteed sold program, at the end of the day, is a marketing tactic. And for many top producers, it is a highly profitable one. A guaranteed sale is attention-grabbing, providing an immediate sense of security for the seller. At face value, as an agent, it gives you a leg up on the competition. It shows the seller, "Look, I'm so confident that I can sell your house, I'm willing to buy it if I cant." Sounds pretty good, right?
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Real Estate Advertising Trends You Should Be Aware of This Holiday Season
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Tech Savvy Team's Highest ROI is with Print Marketing: Here's Why
We talk a lot about how real estate agents and brokers are finding phenomenal (and affordable!) success with Facebook Ads. Today, however, we're going to turn the tables and introduce you to a husband and wife team who decided to spend less on Facebook advertising and more on old-fashioned print marketing. Why? Find out more below--and discover the 3-piece mailer that drives seller leads to them. Using Tech for Offline Marketing When you hear of an agent forgoing cheap, digital ads in favor of expensive print mailers, "tech savvy" may not exactly be a personal trait you associate with them. But Dustin and Devon Fox of Pearson Smith Realty rely on a technology platform called Listings-to-Leads to create their marketing collateral, as well as their area's public records/tax system to identify mailing recipients. For each of their listings, the Foxes send out two mailers. One invites neighbors to the first open house, and the second—a "just sold" piece—details their strategy for getting sellers top price. So how do the mailers perform? "In the last four months, we've listed six properties directly from this and have four more coming soon," says Dustin. "The average sale price is $695k, and the average commission is $17,375. For each listing, our total spend is $625 between two mailings." To help us better understand why the ROI on their mailers is so high, Dustin shared the three pieces that their first mailer consists of: 1. Open House Invitation Letter for Nearby Homeowners The centerpiece of the Foxes' first mailer is the letter below that invites homeowners near their new listing to the initial open house. More importantly, the letter plays to homeowners' self-interest by stating that the sale of this home will affect the value of those around it--and invites the reader to contact the Foxes for more information. "It's offered the highest ROI for our recent business," says Dustin. The letter (here's a live example) is one of several tools and marketing templates offered by Listings-to-Leads. It's customizable, and the Foxes edit the flyer to make it specific to the neighborhood they're sending it to. 2. Client Testimonials What's the secret to gaining legitimacy and trust in the eyes of prospects? Client testimonials! In every mailer, the Foxes include a sheet of testimonials from past clients. Devon puts this sheet together using the online design tool Canva. Each testimonial includes the phone number of the client so that prospects can call with questions. "This super-charges your reviews and gives them immediate credibility," says Dustin. "We ask each sale if they mind getting a call if we ever need a reference. We’ve only had a couple actually get called." 3. Calendar Magnet For the final mailer component, the Foxes include a calendar magnet. "Our magnet forces us to use two stamps, but also gives us the possibility of the homeowner having something to hold onto," says Dustin. Indeed, the three components of this mailer give the package some real heft--and compels homeowners to take a second look. "It’s more expensive than postcards," says Dustin, "but I know almost all of these are at minimum getting opened and read." To select nearby homeowners to target with their mailing, the Foxes use the map function in their tax system and choose the 250 houses closest to their listing. What About Facebook? Though print mailers remain the core of their lead generation activities, Facebook is still part of their strategy. "We're using a smaller budget and have narrowed our focus to the same small radius that our mailers go out to," says Dustin. Their other trick for saving time with Facebook ads? Outsourcing—so to speak. "It’s very time consuming, but we pay our kids to do it for us." Brokers, arm your agents with the online and offline tools they need to win more listings. Learn more about Listings-to-Leads today.    
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Find Your Next Listing with These Geographic Farming Tactics
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Last-minute Ad Blitz for Open House Nets 200+ Leads
Are open houses useful? That depends on what you mean by 'useful.' If you mean attracting the eventual buyer of a home, that's debatable. But if you mean, Are open houses useful for filling my sales funnel? then yes, absolutely. That's what Steve Ford, a Keller Williams agent, discovered when he was assigned to hold an open house for another agent's property at the last minute. With just 24 hours before the event, Ford had to think fast in order to generate interest—and ensure that anyone showed up at all. He turned to the Open House Toolkit from Listings-to-Leads, which lets agents quickly market their open house with Facebook ads, landing pages, single property websites, and more. Ford ran the ad below for the 24-hour period leading up to the open house to impressive results. So what can a Facebook ad do in just a day? Here are Ford's results: Over 230 leads captured from his Listings-to-Leads open house landing page (here's an example), which were then funneled into his CRM and assigned to a drip campaign. Six new pre-approved clients who responded by email and gave Ford their phone number Six more families who came to the open house after seeing the ad Ford ran the ad in four different locations: his Facebook business page, a Facebook community page for his area, Facebook Marketplace, and as a shared post on his personal Facebook profile. Here's a breakdown of how each performed: Facebook community page: drove 70 percent of leads from ad Facebook business profile: drove 20 percent of leads from ad Facebook Marketplace and Ford's personal profile: drove 10 percent of leads from ad Ford paid paid $50 to run the ad on the community page, $25 on his business profile, and nothing on Marketplace or his personal profile. That's $75 for more than 230 leads--or a very impressive (and budget-friendly) 33 cents per lead. Tip: Notice in the ad above how Ford doesn't mention the listing price? Instead, he holds back this information in order to encourage lead conversion. On his landing page, leads can get the price, property photos, and more in return for their contact information. Test this technique out for yourself to see if it earns you more conversions. So next time an open house is looming, don't panic. Just turn to Facebook for an efficient, affordable, and very effective way to capture new leads and drive traffic to your event. Brokers, arm your agents with the tools they need to win more commissions. Learn more about Listings-to-Leads today.    
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A New Guide to Facebook Ad Targeting
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A Realtor's Playbook for Creating Facebook Lead Ads
Today, more than 80 percent of Internet users are active on Facebook. As the world's most popular sharing medium, the social media giant reaches all ages, genders, lifestyles and geographic regions, making it more inclusive than any purchased client list, according to The Real Estate Agent's Guide to Social by Better Homes and Gardens Real Estate LLC. Moreover, the audiences an agent can reach by way of Facebook are considered willing participants—in this case, buyers, sellers, and fence sitters who eagerly await informative posts about their community—presenting a perfect opportunity for REALTORS who aim to build their businesses (lead generation) through relationship building.
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Farming and Facebook: Getting It Right
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I Have a Great YouTube Ad... Now How Do I Get Viewers?
YouTube ads are a powerful, largely untapped source of business in the real estate industry. If you're ready to step into video advertising, check out our article on making a YouTube video ad. Once your video is ready, make sure your ad has the best chance to engage with potential clients and build your business. Maximize your video's reach by following the steps below.
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Debunked: 4 Myths About Running Facebook Ads
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Maximizing Facebook: Boost Your Posts or Post More Ads?
Facebook has emerged as one of the real estate's favorite advertising and communications channels. That's because Facebook still has social media's most impressive numbers, one that no brand can ignore. For real estate, it's also an agent's most exceptional hyperlocal channel, often the most cost-effective way to frequently connect with your sphere of influence to stay top of mind.
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YouTube Ads: TV Ads for the 21st Century
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5 Ways to Win More Business in a Low Inventory Market
We've talked a lot about strategies for finding business in low inventory market conditions. Digital ads in particular are a favorite method, as they're low cost and highly targeted. However, the battle for business got tougher this summer after Facebook's decision to discontinue ads that let agents target "likely to move" consumers. If that development put a crimp in your digital marketing plans, never fear. Today, we'll introduce you to an alternative way to target real estate consumers on Facebook, as well as strategies that will take your marketing campaign well beyond the confines of the world's most popular social network. Raising Brand Awareness Before a prospect reaches out to you, first they have to know you exist! Here are a few ways to build awareness of you and your real estate services: The Basics Let's start with a few simple, must-do items. Like it or not, for many consumers, the real estate search begins on property search portals. Be sure you've claimed and completed your agent profile (don't worry, it's free!) on sites like Realtor.com, Homes.com, Zillow, and Trulia. Double-check that your contact information is correct, and add a headshot to increase profile views. Bonus points if you actively ask for and display client reviews. In that vein, make sure you double-check that your contact information on file with your brokerage is correct, too. Agent information is often syndicated to national portals via listing data, so if it's incorrect with your broker, it will be incorrect across the web, too. Targeted Digital Ads Did you know that there's a powerful way to target real estate consumers online? It's called "retargeting," and it's one of the most effective forms of online advertising available today. If you've ever noticed that certain ads seem to follow you online, you've experienced retargeting. Adwerx is the retargeting leader in the real estate space. Their technology analyzes the online behavior of consumers to determine who is most likely to buy or sell a home in the near future. So if, for instance, a consumer uses an online mortgage calculator or fills out a form for a home valuation, that behavior signals that they're likely interested in buying or selling a soon--and therefore an excellent target for real estate ads. Once a consumer is identified as a good prospect, Adwerx then shows them your ad as they surf across the web--including on Facebook, within mobile apps, and on major sites like ESPN.com, the Wall Street Journal, CNN.com, and beyond. Because of the persistent nature of the ads, retargeting is an excellent way to establish your brand among those most likely to be interested. They're effective, too--targeted ads lead to a 1,046 percent increase in branded search, according to comScore. And because the ads are targeted to a very specific audience, they're very cost effective. When it comes to branding, Adwerx's Zip Code Ads lets agents put their business and contact information directly in front of those consumers in their area who are most likely to transact in the near future. And if you want to brand yourself while impressing your seller clients, their Listing Ads let you advertise your listings to buyers. And, bonus: they can even help you win listing presentations. Geographic Farming Good, old-fashioned geographic farming has been used for decades to build brand awareness for real estate services. But instead of blanketing your entire farm area with expensive print materials, you can save money by using a tool you already have access to in order to target those most likely to sell their home. What are we talking about? Your public records tool! First, determine what the average length of occupancy is for homeowners in your area. Next, use the public records database provided by your MLS or association to create a list of local homeowners who are approaching (or have surpassed) that average. Then send marketing materials only to those on that list. Try an offer for a free home valuation, or a postcard that touts how much home prices have appreciated in your area. Re-engaging Your Sphere of Influence Attracting new leads is one thing, but one of the most effective ways to drum up business is by engaging those who already know you. According to NAR, Sixty-four percent of recent home sellers used a referral or the same agent they had worked with in the past to purchase their next home. That's no small number--and your sphere is not something you can ignore. Here are a few ideas to keep your sphere primed for business: Lean on Your CRM Your CRM's contact database is one of the most valuable assets you have--and the more detailed information you input, the more valuable that asset becomes. For example, if you've recorded the date that a former client purchased their current home, you can reach out on the anniversary of the closing date with a complimentary home valuation. Whether or not your clients are ready to sell again, they'll appreciate seeing how the value of what is likely their biggest financial investment has grown! You can also use your database to invite your contacts to events like client appreciation parties, homeowner seminars, and beyond. Whatever keeps you top of mind is a plus! Advertise to Your Sphere Speaking of your contact database, Adwerx offers a simple, hands-off approach that will keep you top of mind with your sphere. Their Sphere Ads let you upload, sync, or even email a list contacts into their system. Then, Adwerx will target those contacts with ads for your business as they surf across the web, including on Facebook, and in mobile apps. It's a gentle way to keep you top of mind--and even encourage referrals. To learn more about connecting with your sphere of influence, check out these helpful articles from Adwerx: Which Kind of Sphere of Influence Do You Have? The Care and Feeding of Your Sphere of Influence for Real Estate Agents As the summer selling season wanes and inventory constricts further, try these tips to stand out from your competition! Want to learn more about targeted digital advertising for real estate? Visit Adwerx.com for more information.    
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Your Farm Area Doesn't Suck. Your Marketing Material Does.
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5 Ways to Take Your Advertising from Boring to Amazing
There are ads that help, ads that hurt, and ads that are just kind of there. We talk a lot about Facebook ads and native ads (our two favorite ad types). Native ads are good because they blend in, but when you want to stand out, ads posted on social media are great for gaining exposure. The problem is, there are a ton of cool things to look at on social media. To compete, you have to be different. Check out the fun, creative print ads below for inspiration. I'll break down why they're effective and how you can use those techniques to make your own ads more distinctive.
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Facebook Advertising for Real Estate on a Budget
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Revealing Statistics About the Millennial Homebuyer
Savvy tips for real estate agents looking to win over this growing market segment Preparing for the expanding market presence of millennials is one of the hottest topics in real estate. Millennials made up 36 percent of homebuyers last year, and that percentage is expected to increase as young people move out of apartments and their parents' spare bedrooms, and older boomers move into retirement living. NAR reports that their median member age is 53 years old, so odds are you are not a millennial. However, you don't have to be one to attract and impress millennial clients. It just takes a little know-how. How to get millennial clients
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Forget the Refrigerator Magnets and Market With Thumb Drives
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How to Create Instagram Ads for Real Estate
Do you use Instagram to market your real estate business? If not, start taking your marketing to the next level by running Instagram ads! Instagram advertising gives real estate brands an effective way to increase visibility and connect with their customer and prospects. In this article, you'll discover how to create these ads for your blossoming real estate business.
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Digital Advertising: Not Just for Banner Ads Anymore
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Low Inventory? No Problem! 3 Digital Ad Campaigns for Finding Seller Leads
Struggling to find listings in today's low inventory market? You're not alone. From postcard campaigns to door knocking to prospecting FSBOs and expired listings, agents are employing a variety of strategies in the hustle to win more listings. Key to this hustle is staying top of mind with owners in your area. You want your name to be the first name potential sellers think of when they're considering listing their home. The problem? Marketing campaigns, especially print campaigns, can be expensive—and that's a tough pill to swallow for agents who are already struggling for listings in a challenging market. So what's an agent to do? We suggest spending less to get more by employing digital ads that target only those consumers in your area who are most likely to enter into a real estate transaction in the near future. To learn more, read on.
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2 Facebook Lookalike Audiences that Can Boost Your Real Estate Sales
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Common Facebook Ad Mistakes to Avoid
Facebook is an ever-evolving platform, and with every change you have to reexamine the way you advertise. Even with their recent algorithm changes, Facebook advertising still creates significant benefits for your real estate business by placing your ads in front of consumers. In order to make the most of your advertising opportunities, you should avoid making these common mistakes before you start spending ad dollars.
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Are Digital Ads the New Drip Campaign?
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Anatomy of the Perfect Facebook Real Estate Ad
With Facebook becoming more and more popular as an advertising platform for real estate agents, questions often come up as to which ads perform best by getting the most views and clicks. While it's true there are certain types of ads that outperform others, at its core, the anatomy of the perfect Facebook ad is the same, no matter what type of ad it is. These best practices are critical because they mean the difference between having your ad show up on people's timelines, getting them to click on your ad, and having your ad show up on very few timelines, making it impossible for lots of people to have the opportunity to click on it. So today, I'll share with you some best practices, key elements and considerations you must take when planning the perfect Facebook real estate ad.
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Real Estate Re-branding: What We Can Learn from 3 Top Brands
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4 Tips For Realtors Who Want to Dominate Their Geographic Farms
On a phone call today, a team of agents asked me a very interesting question. They asked me what I thought the key best practices are for entering a new geographic marketplace and dominating that farm area? It's a great question, and one I love hearing. I knew these real estate agents didn't sign up for a seminar, so I narrowed the answer down to four key best practices. These best practices are applicable for any agent, in any size marketplace, anywhere in the country. Here are the four things we discussed.
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Generate Qualified Leads with Facebook Ad Funnels
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Real Estate Marketing (and All Marketing) Requires Patience
A common misconception that we often see from agents ramping up their marketing efforts is that they should be crushing it only a month or two into their marketing campaign. This is something we see from new Realtors and veterans alike. On one hand, I understand their frustration. These days, we live in an "immediate gratification" society. The Internet has sped things up, so much so that things like ordering a product online and receiving it on your doorstep is even a same-day activity. The problem when you expand this expectation into different facets of your life is that it doesn't always work out. In this case, marketing is exactly one of those things. Marketing and building your business require persistence and patience. As frustrating as this can be, it actually works to your advantage in the long run. Today, I'll share a couple reasons why the fact that marketing success isn't an instant gratification process can work to your advantage, and why when you get frustrated about this, you need to stay on course and have faith.
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If You Think Pay-Per-Click Ads Are a Waste of Money...Mistake!
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14 Real Estate Promotion Ideas You Might Not Be Using
You've likely been to the conventions, listened to webinars and took a class or two on how to use social media to attract and retain clients, and distinguish yourself from other Realtors. The traditional tactics of mailing fliers, handing out business cards at networking events, staging open houses and posting listings online are not enough anymore. Real estate agents need to be social media and internet savvy as well as personable. Buyers and sellers are spending more time online, which means real estate agents need to mix tactics to reach new prospects. Here are 14 new and old-school real estate marketing ideas and tactics you can use to make yourself known and therefore get more leads:
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Why This Year's Record Shopping Season is Good for Online Real Estate Ads
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A Real Estate Agent's Playbook for Creating Facebook Lead Ads
Today, more than 80 percent of Internet users are active on Facebook. As the world's most popular sharing medium, the social media giant reaches all ages, genders, lifestyles and geographic regions, making it more inclusive than any one purchased client list, according to The Real Estate Agent's Guide to Social by Better Homes and Gardens Real Estate LLC. Moreover, the audiences an agent can reach by way of Facebook are considered willing participants; in this case, buyers, sellers, and fence sitters who eagerly await informative posts about their community—presenting a perfect opportunity for REALTORS who aim to build their businesses (lead generation) through relationship building. Here, we offer a detailed step-by-step plan for building and deploying a Facebook Lead Ad to a custom audience of your choice.
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Whose Real Estate Brand Are You Building?
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Landing Page Ideas that Win Over Home Buyers
How do you create a landing page that potential home buyers will respond to? That's what an RE Technology reader wanted to know recently. She wondered if it was possible to create a landing page that lets leads search for properties right from the page. We're happy to report that, yes, dear reader, there is a way to do that—several ways, in fact—and today, we'll run through a list of ideas.
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Understanding the Costs of Social Media Advertising
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How to Compete Now that Marketing Has Gone 'One-to-One'
Fact: The average person is exposed to as many as 5,000 ads per day (Source: Media Dynamics, Inc.). The ability to cut through the noise and compete for people's attention is growing more precious with each passing minute. Blanket, unimaginative marketing efforts like sending out a yearly calendar isn't enough nowadays and likely isn't moving the needle or making your brand stand out as a real estate agent. Alternatively, to put it another way: marketing like this today is the equivalent of the old Publishers Clearing House mailers or getting yet another invite to Play Candy Crush – people tune it out. If you are still marketing like this today, then you are losing potential clients and money with each calendar you send out. Utilize these three techniques to revamp your marketing and start branding yourself as someone potential prospects will want to work with vs. wanting to avoid.
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Move from Likes to Leads with Facebook Ads
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4 Essential Principles for Geographic Farming Success
Good agents know the "sweat equity" of knocking on doors and showing your face at the community center are key to your geographic farming efforts. But great agents know there's so much more to establishing yourself in an area and becoming the dominant real estate go-to person. Here are four ways to make sure your farming efforts count:
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Your Real Estate Logo Is Not Your Brand
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Setting Up Your Facebook Ad: It Starts with Audience
As a real estate agent, the concept of targeting your advertising messages toward the right audiences probably seems like a no brainer. But are you sure your strategy hits the mark by reaching the right clients and customers? Facebook, one of the most reliable mechanisms for narrowly targeted advertising campaigns, reports that, when compared to the average online reach of 38 percent, it holds steady at an 89 percent accuracy rate. Weigh that against a recent RPR study that found 60 percent of Realtors® surveyed will significantly increase the amount of time and money they spend on social media marketing next year, and there's a lot of opportunity here for the taking. Here are two easy to implement audience segmentation strategies—based on popular real estate use cases—that you'll want to use before launching your next Facebook ad campaign. Each will help you deliver relevant messages to the people that matter most.
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3 Steps to a 360-degree Real Estate Marketing Campaign
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Don't Be 'That' Agent! Remember Your Sphere
When it comes to being a Realtor, I am totally understanding of the fact that there are always many balls in the air, many hats you have to wear, all competing with the fact that there are only so many hours in the day. Based on this understanding, I understand why sometimes agents will drop certain things in favor of dealing with a more pressing, immediate issue. What I cannot forgive, though, and completely cannot comprehend letting slip is keeping up with your sphere of influence. Your sphere of influence is the lifeblood of your real estate practice. They not only are a support unit for you, giving you encouragement as you close listings, keeping you positive and moving forward, they are also an invaluable source of new business via referrals. For those of you that are behind in following up regularly with your sphere of influence, today I'll share four quick, easy tips to get you on the right track and growing your real estate practice.
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5 Common Mistakes Agents Make when Farming -- and How You Can Avoid Making Them
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The Best Kept Secret in Social Media Advertising
In the current world of social media, Pinterest doesn't seem to get the recognition it should. While it's one of the most well-known social networks, Pinterest only has 150 million monthly active users compared to Facebook's 1.96 billion and Instagram's 600 million. So, how is it that Pinterest is so far behind on monthly active users, but is still leading other social networks in organic and inorganic reach, as well as cost-per-click (CPC)? Even if you're an active Pinterest user, you have probably never noticed the promoted pins before. This is because Pinterest has designed their Promoted Pins to look like regular, organic pins; however, promoted pins have more capabilities. By utilizing Pinterest's Promoted Pins, you can create huge opportunities to drive sales and leads to your real estate business. Pinterest Promoted Pins
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Win More Business from Your Sphere: 3 Ways to Tweak Your Marketing
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5 Ways to Create a Cool Summer Real Estate Strategy
Does your social media strategy consist of posting mostly listings and open houses? Are you ready to spice it up and offer your online community value and exciting content? Well, I have five ways you can spruce up your social media strategy this summer to take you from fizzle to sizzle! Let's get cooking! Be the Local Expert You are your area's local expert, and I know you know some neighborhoods and areas in your markets better than the back of your own hand. It's okay, admit it, toot your own horn here! But how do you turn that hard-earned knowledge into something tangible on social media? The answer? Neighborhood spotlights! Or even local spotlights! All you need to do is create a photo album of the local places that make that neighborhood a great place to live.
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Is Your Real Estate Farming Strategy Outdated? 3 Ways to Tell
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How to Close More Real Estate Deals with Facebook Messenger
You may have a powerful tool for closing more real estate deals right at your fingertips – and you may not even realize it. Facebook's Messenger app is an extremely popular way for users to connect. In fact, in the first six months of 2016, it was downloaded nearly 60 million times. It even crossed the 1 billion download mark more than a year ago. In other words, that's a lot of people with access to – and a willingness to use – a simple and intuitive messaging app. And where there are people, there is an opportunity for you to connect with them. Facebook certainly understands this concept, which is why they recently launched a new ad feature which is still creating great new opportunities for those in the real estate business to start generating and closing more leads.
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The Ultimate Guide to Facebook Ads
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[Video] How to Find Your Best Listing Prospects
Want to lower your marketing budget while getting better leads? It may sound far-fetched, but thousands of agents are already doing this, thanks to the power of "big data." The trick is in using data to narrow your marketing focus in order to target only those homeowners who are most likely to list their home in the near future. The result is that you're paying to advertise to fewer people, but that those people are more likely to convert into clients.
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Why Facebook Ads Work
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Hot Tips for Creating the Best Real Estate Facebook Ad
If you’re among the billions of people on Facebook, you may be aware of how effective Facebook ads can be. In a recent webinar, Leigh Brown, international motivational speaker and author of Outrageous Authenticity, discussed how to use Facebook’s ad system to stand out, target actual buyers and sellers, and create listing opportunities. Watch the full webinar online and check out the Facebook ad tips infographic below!  
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Send Targeted 'Just Listed' and 'Just Sold' Postcards (without using predictive analytics)
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How to Pick the Right Size Real Estate Farm Area
One of the most common questions we get asked by Realtors® looking to start a geographic farm area is how to pick the right size area. Believe it or not, it’s a little trickier than you think. This short video breaks it down:
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Target your closest contacts! Create a custom audience for your Facebook ads
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I’ve Got This List of Homeowners that Responded to My Marketing. Now What?
One of my favorite phone calls to get from Realtors® is when they tell us that they are getting a bunch of responses to the capture marketing campaigns we are doing for them in their farm area, or the Facebook digital farming campaigns we're executing. One of the least favorite things I hear from our clients is when they ask us, “Okay, so I have these responses from homeowners. Now what do I do?” So for those of you that are stuck in this same conundrum, today I'll share two easy ways you can follow up with people that are responding to your postcard farming or Facebook digital marketing campaigns to help cultivate the lead and turn them from prospective lead into actual client.
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3 Ways Your Real Estate Postcard Farming Content Can Live Beyond The Postcard Itself
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Why You Need a Real Estate Landing Page for Your Digital Ads
Thinking of digital ads? You need a real estate landing page. Here's why. No online advertising campaign is complete without a place for interested home buyers and sellers to end up after they click-through. The most effective solution is a real estate landing page, the goal of which is to expand on the promises made in the initial ad and entice a reader to provide contact information. Naturally, this widens the scope of any online ad campaign. While you will get some results by pushing inbound leads directly to your home page, the risk is that you're moving the relationship along too quickly. There's a reason why The Bachelor waits four weeks into their reality dating "journey" to take a smitten bride-to-be home to the parents. Think of it this way: your home page is for everyone, whereas a landing page is for those who cared enough to click on your ad. Exclusivity sells, after all, and here are some ways to leverage that concept using real estate landing pages. The key to real estate landing pages: keep it simple Assuming you're working with an advertising partner that uses retargeting to deliver ads on multiple websites (Adwerx is one such example), research suggests you'll earn a click-through after at least three impressions.
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Write the Best Real Estate Headlines (with help from a master copywriter)
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Make the Most of Your Open House with Facebook: 3 Campaigns to Fill Your Event and Promote Your Brand
How does Garry Wise, luxury broker and The Paperless Agent co-founder, set himself apart from other agents in his area? One of his "industry secrets": by holding open houses. (Did you just groan when you read that?) "Seriously, who does open houses anymore, guys?" Garry does, for one, and it's a strategy that has been paying back dividends. In fact, Garry or his partner hosts an open house the first weekend they go to market with every single listing (there is a caveat to the "every listing," though, but we'll get to that a little later). The reasoning behind holding an open house (at least for Garry and his GoodLife Luxury team) is strategic—they have refined the "average" open house into a business generating tool. Garry uses a full strategy around the open house and executes it every time. He and his team know exactly what to say to get the results they want from potential buyers attending the event. In this article, we'll look at how you can use open house events as a business development tool, and three ways that you can use Facebook to market that vitally-important property event.
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How to Create Facebook Carousel Ads and Get Better Results
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Real Estate Advertising Ideas to Steal from Madison Avenue
Big budget ad campaign ideas for real estate agents The five-season AMC series Mad Men provided viewers with a fascinating look at the world of big-brand advertising and we thought those ideas could help with real estate advertising. And while it certainly amped up the dramatized fiction, there was a lot of truth in what the show depicted. Namely, that advertising is often correctly characterized as a haven for strategic, creatively-minded executives. They spend as much time generating ideas on how to beat their competitors as they do building brands for their customers. There's big money in imagination, and the natives of Madison Avenue are always ready to prove it. Since most real estate agents can't afford to leverage the same minds that are trusted with $3 million Super Bowl spots, Adwerx took a look at some of the most effective ad campaigns of the last year to examine how our customers may be able to capture a little of that "Mad Men" magic when using our digital real estate advertising products. You Can Still Hear Me Now Sprint was praised by the industry for capturing ex-Verizon pitchman, "Paul," who made "Can you hear me now?" into the universal mantra for determining the reach of our mobile networks.
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Go-to Market Plan: How to Make a Better Promise to Sellers and Win More Listings
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Don't Be a Greedy Realtor
A question we hear all time is how much information is too much information to give a potential client without asking them for some information in return? It's a valid question to ask. After all, you don't want to give a prospect everything, or why would they call you? Think of your 'just listed' ads, for example. If you put "Price Upon Request," that will get them to reach out to you and ask how much the listing is, right? Well, yes and no. First of all, of course there are some things that you just shouldn't offer to prospects without making them at least give you a bare minimum level of "skin in the game." Take your listing or pre-listing presentations, for instance. That is something that you certainly don't want floating around on the Internet. Not because potential sellers shouldn't see it, but because you don't want the competition in your marketplace to have your entire playbook. That said, in almost every conversation I've ever had with a Realtor®, most of what they wish to protect needs no protection at all—their content. Trust me, I get it. Developing great original content takes time and time is money. I've personally written nearly 300 articles on this blog alone. That represents nearly an entire month of my life. The thing of it, though, is that I didn't start writing these articles with the expectation that people were going to have to "pay to play." I wrote them with the expectation that people would enjoy the content, learn something from it, read more, and eventually contact us to discuss having us take over their marketing needs. If you are a Realtor that has created tons of content, or has tons of valuable information, you need to look at your arsenal of information in the exact same way. I know it takes time to craft, develop and collect that type of info, but it is more valuable for you to offer it to people—with no expectation of anything in return—than you can possibly imagine.
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Facebook Funnels for Real Estate: A Practical Example
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Money Doesn't Grow on Trees. It Grows in Geographic Farms.
There are dozens of ways to generate leads for your business. One very effective method is geographic farming, a long-term lead generation strategy in which you focus primarily on a specific market or area from which you will solicit most of your business. Once you've established your brand identity and built relationships with those in your chosen community, the benefits of this approach are tremendous. Instead of weaving your way back and forth across your city each day on showings and listing appointments, you can simply hop over a few streets to your next client, cutting down on commute time and travel costs while also freeing up time for other lead generating and lead converting activities. Step 1: Choose Your Farm Factors such as turnover rate, physical location, and your familiarity with the area can have a powerful impact on your geographic farm's success. Take each of these factors into account while setting up your geographic farm. Look for a territory where the annual turnover is at least 6 percent. Sure, you could pick the neighborhood you live in or the one packed with million dollar homes, but if those neighborhoods have low turnover rates, you may not get the consistent, dependable business your company needs to grow.
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The Best in Real Estate Branding
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How to Write 'Benefits' Ads to Attract More Buyers
You know it. I know it. Everyone knows it—you're supposed to sell the "benefits" of your listings, not the "features." But that's easier said than done. Anyone can slap together a description for the "4 bed, 2.5 bath home for sale with huge deck and great view." It takes a bit more effort to describe the listing in a way that resonates with a potential buyer by recommending that they "Abandon busy city-living and envision yourself basking on your generously sized deck, enjoying a view most people can only dream of! Make the 'possibilities' realities with this spacious 4 bed, 2.5 bath home!" If you want your ads to show this liveliness and passion, read on to discover how you can transform them! Eye Catching Headline The first thing a homebuyer looks at is your listing photo (which your professional photographer is taking care of, right?), but the second is your headline. Whether you're sending your listing out in an email, printing a flyer, or posting it to Craigslist, your listing's headline is what will determine if buyers click or move on. If you go to the real estate section of Craigslist, it's easy to get an idea of what other agents in your area are doing—so you can do something else. Example: If you see a lot of "3 Bed, 2 Bath home" or "2400 sq ft. home on 5 acres," try something like: Million-dollar view for just $250K! Need more space? We've got you covered! Your suburban oasis awaits! Ditch the noisy neighbors! Centrally located! Be anywhere in 10 minutes!
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Facebook for Sellers: Concrete Ideas for Closings Using Facebook's Ad Manager
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Facebook Advertising and Seller Lead Generation
Tuesday, March 14, 2017 at 10:00 AM PDT You will learn how to use the tools in Listings-to-Leads to: How to market listings on Facebook for buyer and seller leads. How to advertise on Facebook for Seller Leads. Other tips on using social media, email, blogs and more to generate seller leads. Register now!
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Why You Need Funnels With Your Facebook Advertising
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Defining the Campaign Objective of Your Facebook Ads
Facebook and Instagram have become an integrated part of everyone's daily lives: active social media users spend an average of 118 minutes daily on social platforms just scrolling through their newsfeeds. This is great news for any business advertising on Facebook because the chances to capture and engage with your target audience are greatly increased. Furthermore, audience targeting capabilities for ad users, including real estate professionals, make Facebook Ads exactly the type of advertising you need to implement in 2017 in order to grow your business. When creating ads for a Facebook business page, you have to go through a simple three step process to structure your marketing campaign. Step 1: Select the objective of your 'campaign' section. The objective should match the outcome you want your audience to take after viewing your ad. Step 2: Control your audience and schedule your ads in the 'ad set' section. Step 3: Upload photos, videos, text, links, and select placements for the advertisements in the 'ad' section. We will explain the 'ad set' and 'ad' sections in further detail in the following articles of the series. Step 1: Campaign First: On the top toolbar of your Facebook profile, you will find a drop menu resembling an arrow. Click on it, then locate the 'Create Ads' button. This will take you to the Ads Create Tool where you will create your campaigns and go through the 3-step process mentioned above.
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CFPB Fines Real Estate Company: Do Agents Need to Worry?
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Facebook Ads for Real Estate, Part 1: Creating a Business Page
Real estate professionals have outgrown marketing tactics like advertising on bus benches, billboards, and classifieds, and it's a good thing they have: traditional advertising comes with a hefty price tag. Fortunately, social media has made it possible to advertise your business without emptying your bank account while targeting your audience with 1000 times more accuracy than traditional advertising methods. With over 1.79 billion active monthly users, Facebook can be viewed as the one of the greatest advertising markets available for any business, including real estate. In this 4-part series, we will walk you through setting up a business page, creating an ad campaign, selecting a targeted audience, and understanding Facebook Insights so that you can finally start benefiting from advertising through social media's leading competitor. You may already have a personal Facebook profile you use to advertise your business and listings. If so, your advertising capabilities are limited. To advertise on Facebook, you need to create a Business Page. Here is a simple 3-step guide to help you create your Facebook Business Page. Step 1: Login to your Facebook account and click the drop menu on the top right. Click "create page."
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Landing Pages 101: Tips and Tools for Getting Set Up Fast
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3 Ways to Improve Your Facebook Real Estate Ads (and Increase Results)
Any marketing platform requires some "time in the saddle" and getting used to in order to squeeze out the maximum results. Because your job is selling real estate, and not becoming a "Master of Everything Marketing," it stands to reason that you might feel that Facebook is either a poor source of quality leads, or perhaps a total waste of time altogether. These are conversations we have with clients and prospective clients that are seeking help with Facebook advertising all the time. The reality of the situation is that in just about every case we come across, it isn't the Facebook advertising platform that is falling short of expectations. It's not utilizing the platform properly that is causing these agents to see results that are less than what they are looking for. With that in mind, today I wanted to share with you three common things we find Realtors® are not doing correctly with their Facebook ad campaigns—and how to fix them: 1. Make Sure You Are Targeting the Right Group This one is an obvious one, correct? One might think so, in the beginning—but what we've found is that all too often, Realtors® are incorrectly targeting their core demographic. Here are some basic things we see go wrong: They are running an ad to get seller leads, but forget to specify that they want only to target people that own homes They are too narrow in their scope of who they want to market to, making it nearly impossible for them to get a decent enough group of prospects on their sites, and convert leads to clients They think that it is better to go after everyone instead of picking a demographic, thus watering down the effect their ad will have on people that see it.
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Facebook's New Messenger Ads: How to Use Them for Real Estate
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8 Dos and Don'ts for Digital Ads for Your Business (and 2 Maybes)
What are some best practices for digital ads? Having served over a billion digital ads in the last three years, we can tell you some of the biggest Dos and Don'ts when using them as part of your marketing strategy for your business. Whether you are advertising to people in your market by Zip code or to the list you maintain of people in your sphere of influence, these easy guidelines will help you create a digital ad that helps you build brand awareness with the prospective clients you want. DO include a call to action. Display advertising is all about repetition and frequency. But your prospects still need to be told what to do. Even if it's as simple as "Click here." But here are some even better calls-to-action that are more effective when combined with a landing page that delivers: Learn More Download a free report Subscribe for free Register Now Book an Appointment DON'T put your email or website on your ad It's tempting to think of your digital ad like a business card and include all your contact information, but it's actually a very different tactic. Use your ad for an attention-grabbing headline and a reason to click. And make sure your contact information even a data capture tool is on your landing page!
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Facebook Ads: 5 Must Do's Before You Publish an Ad
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Get 319% More Ad Clicks (than Average) in 2 Easy Steps
Andrea Geller, a broker associate for Coldwell Banker Residential Brokerage in Chicago, Ill., recently saw nearly 13,000 views and more than 30 clicks on a digital real estate ad she ran using Adwerx. That's 319 percent MORE clicks than the industry average! Her ads – targeting Chicago-area consumers – were placed on sites like Forbes.com and ABCNews.com, as well as on Facebook and Instagram. So, what's her secret and how can you achieve the same out-of-this-world results with your own ads? Earlier this year, Andrea began working with Adwerx and had them design a standard agent advertisement which included her headshot, tagline, and link to her blog. They were performing well, but she knew she could do better. When Andrea saw in the Coldwell Banker Generation Blue Facebook group that the annual Home Listing Report (HLR) was coming up, she thought this would be the perfect opportunity to switch up her ads with something new. Using data from the report, she showcased how local markets compared in the price of a 4 bed/2 bath home. She wrote a blog post in 10 minutes, included a photo she found on the CB Exchange photo library and set up a revamped Adwerx campaign. And voila! Her ads began performing significantly better almost overnight. She was getting more bang for her buck simply by tying an already existing national Coldwell Banker campaign to her local market and using a fresh image.
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The 3 Digital Ads You Need for Real Estate--and Why
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4 Keys to Creating a Winning Marketing Strategy in 2017
Are you thinking about your social media strategy for next year? Your competition likely is – and if you want to stay ahead of the curve, you should too. Developing a marketing plan for the new year is the perfect way to decide where you want your business to go in the future – and how you'll get there. Of course, since digital marketing is constantly evolving, it can seem difficult to determine where you should invest your resources. New trends replace old. Some platforms surprise digital marketers and emerge as dominant competitors, while others fall to the wayside. It can all seem a little overwhelming. Not to fear: here we've compiled some of the key tips to building a successful marketing strategy in 2017. Content Dominates Ads The dominance of content marketing over traditional advertising is already an established trend in digital marketing – and it will only grow in 2017. The reason? Put simply, audiences don't have much trust in ads. They're far more likely to engage with, share and trust content that's useful and informative – and that gives them value for their time, rather than simply repeating a brand's message, as advertising does. So, an emphasis on content marketing will continue to be essential to your marketing plan in 2017. The good news? It's far more cost-effective than buying ads. And with many platforms offering an array of analytics tools to help you determine what works – and what doesn't – you'll find it easier to ascribe an accurate dollar value to your content.
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Agents of change: how real estate agents can do well by doing good
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Facebook Remarketing as Part of Your Real Estate Strategy
This time of year, as things are winding down, I find myself reflecting on the past months. Specifically, I think about what things really resonated with our client base and prospects, which took off, and what things did not. This year, there was one thing that grew exponentially more than anything I can remember in prior years. What is this thing, you ask? It is Facebook advertising. Facebook advertising is a fantastic platform for Realtors to generate leads and get new business. It's fantastic because you can target your "ideal customers" using their Ads Manager Audiences tool. It is also fantastic because, unlike many other marketing platforms out there for Realtors, Facebook advertising is open to anyone, whether you have a huge advertising budget, or are just starting out on a shoestring. It took a while for the real estate industry to so completely embrace Facebook advertising, but now that they have, I am extremely happy to see it. Understanding technology is difficult for some agents. The fact that even those that are somewhat "technologically challenged" are embracing it is very encouraging to me. That said, there is still a long way to go. In fact, I would suggest that many Realtors have only reached the first stage of this journey and that there are many, many more things they can use to enhance their campaigns, and get even more qualified leads to put into their pipeline. With that in mind, today I'll touch on one often overlooked feature of Facebook advertising that will help you nurture prospects and turn them into qualified leads in ways you never thought possible. This is done using the Facebook Pixel, and creating what are referred to as Facebook remarketing campaigns. There are four great ways you can take advantage of this tool and help turn more prospects into qualified leads.
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3 Tips to Use Public Relations for Real Estate
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Facebook Housing Ads Run into Trouble with HUD
We talk a lot about Facebook advertising on RE Technology--and for good reason. It's one of the best ways to reach consumers, thanks to finely tuned targeting options. However, those targeting options are exactly what got the social network in trouble with HUD recently. Facebook lets you target ads according to all types of criteria--income level, area, age and, yes, race. It's this last item that brought the social network under scrutiny a few weeks ago. A reporter with Pro Publica created a housing ad, and Facebook let her exclude certain groups of people according to their "ethnic affinity." The article attracted the attention of HUD, who said that excluding people from seeing ads based on their race violated the Fair Housing Act of 1968. Facebook eventually agreed, and has removed the ability to target according to "ethnic affinity" for certain types of ads, including housing ads. You can watch the video above to learn more about this issue. For an more in-depth discussion on this issue, including Facebook's societal impact, see the following video from Tech News Today: Facebook Updates Ethnic Affinity Marketing.
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